Harley Davidson

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Mission Statement says:“
We fulfill dreams through the experiences of motorcycling, byproviding to motorcyclists and to the general public an expanding lineof motorcycles, branded products and services in selected marketsegments ”Vision Statement says:

“Harley-Davidson is an action-oriented, international company, a leaderin its commitment to continuously improve [its] mutually beneficialrelationships with stakeholders (customers, suppliers, employees,shareholders, Government, and society). Harley-Davidson believes thekey to success is to balance stakeholders’ interests through theempowerment of all employees to focus on value-added activities.

PROPOSED MISSION
 To be branded as the best motorcycle available in the world. PROPOSED VISION
The best quality motorcycle, motorcycle products and financialservices will be provided world wide is the commitment of Harley-Davidson.Customer satisfaction is our motto and the Harley-Davidson customers can experiencethe taste of reality of motorcycle dreams by relaying their satisfaction on us. Harley-Davidson is dedicated to use the advanced technology to produce the most superior motorcycle in domestic and international markets. Stay competitive and continuegrowth worldwide remain profitable and survive is our philosophy. Employees of Harley-Davidson are the foundation of the company and they are the driving force behind the Harley-Davidson name. The total team effort of Harley-Davidsonemployees is devoted to fulfilling dreams of customers and we believe that there is nota motorcycle riding experience like a Harley-Davidson’s. Excellence is our pushthough our Harley-Davidson bar and shield logo that says superior quality. Honestyand customer loyalty and these morals are the heartbeat of Harley-Davidsonorganization. Harley-Davidson do our part in supporting all environmental laws in every country we do business. Determination and commitment is the place whereHarley-Davidson intends to stay

EXTERNAL ANALYSIS
PESTLE

Harley-Davidson is one of the most admired and recognizedcompanies in the world today. •
Academy of Motorcycling for those interested in learning to ride amotorcycle. •
“Riders-Edge” the motorcycling academy of Harley-Davidsonintroduced more than 1000 aspiring motorcyclists to the sport in2000. •
Average purchaser of a U.S Harley-Davidson motorcycle is amarried male in his mid-forties •
Average purchasers of a U.S Harley-Davidson have a householdincome of $78,600. •
Over two thirds of the sales of Harley-Davidson motorcycles areto buyers with at least one year of education beyond high school. •
30% of the Harley-Davidson buyers have college degrees.

Only about 9% of Harley-Davidson U.S retail motorcycles are towomen. •
Confidence in economy is directly proportional to the purchasingof consumer items. •
Repeat business is strong as about 42% of motorcycle purchasershave owned a Harley-Davidson previously. •
U.S Government and People are considering Harley-Davidson asan American icon. •
Opportunities in emerging economies [India, China] but uncertainoperating situations. •
A new assembly facility opens in Manaus, Brazil, the firstoperations outside of the U.S, reduces taxes, make them moreaffordable to a larger group of Brazilian customers


Harley-Davidson is one of the main manufacturer and user of V-ENGINE configuration. •
Harley-Davidson’s have a wide variety of products according toStandard, Performance, Touring & custom. •
Harley-Davidson is facing some legal problems in Asian countries,in India there is 60% tariff and various other taxes will cause theprice of the bike to double. •
Noise pollution and some emission standards of Harley-Davidsonbike is not up to the level of some countries across the globe.

Five Forces

Internal Rivalry.

Four major competitors are mainly concentrated on theseheavyweight motorcycle segments: in addition to Harley-Davidson the other three are Yamaha, Suzuki, Honda all are Japanese companies....
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